Cariten’s employee group health coverage was losing money and customers. Existing groups weren't renewing, new groups weren't signing up and brokers were no longer confident selling Cariten plans because of rumors that the company was about to go out of business.
We developed a plan and program that turned everything around — fast. We identified the principal decision triggers for brokers and employer group decision-makers and influencers. We developed a new television campaign which took Cariten's awareness from 7% to 39% immediately with a 31% reduction in media spending. The effort kicked off with a broker event at the fanciest restaurant in Cariten's trade area.
A new TV campaign and a lavish broker event may seem expensive for a company which many people thought was about to go out of business. That was part of the point. The first step to becoming successful was looking successful.
We subsequently created and produced three TV campaigns, magazine ads and direct mail targeted to company decision makers/influencers and brokers, sales videos and presentations, an interactive web strategy, and more.
The program helped Cariten turn a $14.7 million loss into a $10.6 million profit.